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Divimove launches a branded channel for Sony Playstation

July 11, 2018


Gaming content remains highly popular, especially with millennials. For Sony Playstation in the Netherlands, Divimove teamed up with MediaCom Beyond Advertising to launch a branded content concept for YouTube that seems to be bearing fruit after just a few days. During its first week alone, the branded channel that posts different formats for gaming enthusiasts every week notched up some 250,000 views.

The content in question is produced in a studio run by Divimove's Amsterdam office. At "For The Players", viewers can not only experience the world of Sony Playstation, but are also offered access to the latest gaming industry trends, releases and events, all attractively presented. The branded channel's long-term objective is to build its own communities on YouTube, which is frequented by the young advertising-relevant target group, and above all create engagement. To achieve this, Divimove and MediaCom Beyond Advertising are banking on the involvement of three well-known social influencers − Damian, Santino and Carre − who feature as hosts in the repeating formats, welcoming various guests. The channel very quickly attracted more than 25,000 subscribers after its official launch.


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